Suggestions for Targeting my Self-Defense Flyer?

15 replies



I started some advertising/marketing yesterday and went to 12 businesses yesterday and posted this flyer. Five were coffee shops (community boards), one was an art materials store, one was a community co-op grocery store (community flyer board outside), and one was a women's hair salon (gave one for staff and one for clients). The only ones that didn't allow me to leave a flyer were a music records shop (not enough space, not related to music), a Super America (corporate policy; I figured this would happen, but decided to ask anyway), and a very small women's fashion clothing shop (not enough space, not fashion related).

And those were just a few of the numerous businesses throughout my immediate area, not to mention those in surrounding neighborhoods in Minneapolis. My next step is to go back out in a couple days to do it again, once I get some of my schooling done for my main job.

My question is, where should I target next? There are TONS of restaurants around. But I'm wondering, would customers even pay notice to a flyer about self-defense products when their main reason for going to a business is to eat? Would business-owners be willing to let me leave a flyer?

There is one 'local' competitor I guess you could say. They mainly sell products to organizations, such as police departments, hospitals, etc. More business-to-business rather than to consumer. I had approached one of the managers at the very beginning of my start-up last year, before I was more established and knowledgeable of my industry and products, for wholesaling. Would it be a good idea to ask if I could leave a flyer to put up? For one thing, we're in the same industry...but we don't have the same clientele (they really only sell one thing to regular civilians, which is pepper spray; and only one brand, which is Sabre). The other thing, which I really fear, is that they might go on to my website and decide to carry some of the products that I have to sway local people (whom I am primarily targeting right now) to come buy from them. On the flip-side It doesn't seem like they have much space to do that, plus they would have to reorient their business model to reflect the changes.

Any thoughts? I was really excited and confident (talking to people seemed so scary before) yesterday in asking kindly if I could possibly leave a flyer. I bought 200, so I have about 189 (used two at two locations) left. I'm really looking forward to more 'ad placement' once I have the spare time to do so!

Thanks!!

P.S. Sorry for the size of the image. Wasn't able to resize it in this editor...
#flyer #selfdefense #suggestions #targeting
  • Profile picture of the author J R Salem
    Have you thought about running ads on Facebook in your zip code, targeting perhaps women in a certain age group?

    What are you doing ONLINE?
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    • Profile picture of the author srselfdefense
      Well, I have a website for one. I use Google+ to get a lot of the keywords for my products. I use social media, such as Facebook and Pinterest (though I haven't been on lately).

      I can't afford any ads right now. I just don't have the budget anymore. I started off with a strong budget at the beginning, but my inexperience as an entrepreneur has dropped me down to about $300...which is why I'm trying out flyers locally. And the reason I am trying to target locally is because there are no competitors. My area is a very viable spot for potential customers. It's really just a matter of driving them to my website.
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  • Profile picture of the author Jason Kanigan
    You could write some articles and make some videos.

    Videos are cheap to produce and can generate great targeted traffic.

    Articles...I spent two minutes keyword searching right now and found "stun gun vs taser" 390 exact searches a month and low competition. That's without even trying really. There are holes. If you won't write it, I will.

    As for your flyer, too many words and not enough pictures imo. I got the idea it was security/safety from the logo, but then there are too many words (and I'm a big-time reader!). Divide the content up into areas. Maybe have a story about your avatar to develop rapport with the reader.
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    • Profile picture of the author srselfdefense
      You could write some articles and make some videos.

      I have a blog, but I haven't updated it in a while (that, and BigCommerce doesn't like having Wordpress blogs integrated into websites).

      Stun & Run Self Defense LLC | Safer Days, Better Lives


      Videos are cheap to produce and can generate great targeted traffic.

      Yes, I know. I've seen some of my competitors make lots of product videos on Youtube. I tried doing that once with my laptop's (an ASUS G73JH-BST) camera, but...it didn't turn out so well. Is there a good video recorder I could use, as well as a good program for reducing file size and keeping high quality?

      Articles...I spent two minutes keyword searching right now and found "stun gun vs taser" 390 exact searches a month and low competition. That's without even trying really. There are holes. If you won't write it, I will.

      I have that stun guns vs. tasers in the FAQ on my website, but haven't written a dedicated article for it. lol

      As for your flyer, too many words and not enough pictures imo. I got the idea it was security/safety from the logo, but then there are too many words (and I'm a big-time reader!). Divide the content up into areas. Maybe have a story about your avatar to develop rapport with the reader.

      Hmm. So you don't think that this flyer is very effective then (I get what you're saying in that it could be better)? Being that I have almost 200 of these...it would be best to distribute them.
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      • Profile picture of the author Jason Kanigan
        Originally Posted by srselfdefense View Post

        You could write some articles and make some videos.

        I have a blog, but I haven't updated it in a while (that, and BigCommerce doesn't like having Wordpress blogs integrated into websites).

        Stun & Run Self Defense LLC | Safer Days, Better Lives


        Videos are cheap to produce and can generate great targeted traffic.

        Yes, I know. I've seen some of my competitors make lots of product videos on Youtube. I tried doing that once with my laptop's (an ASUS G73JH-BST) camera, but...it didn't turn out so well. Is there a good video recorder I could use, as well as a good program for reducing file size and keeping high quality?

        Articles...I spent two minutes keyword searching right now and found "stun gun vs taser" 390 exact searches a month and low competition. That's without even trying really. There are holes. If you won't write it, I will.

        I have that stun guns vs. tasers in the FAQ on my website, but haven't written a dedicated article for it. lol

        As for your flyer, too many words and not enough pictures imo. I got the idea it was security/safety from the logo, but then there are too many words (and I'm a big-time reader!). Divide the content up into areas. Maybe have a story about your avatar to develop rapport with the reader.

        Hmm. So you don't think that this flyer is very effective then (I get what you're saying in that it could be better)? Being that I have almost 200 of these...it would be best to distribute them.
        Videos...get yourself a free screencapture tool, use powerpoint to make slides and record your presentation. You could take a still image of a product and talk about it and its uses for a minute. Intro, outro, there's your video. Upload to youtube and put some key words in.

        Distribute the flyers you have, work with what you've got. You can revise next time around.
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  • Profile picture of the author Jonwebb
    Originally Posted by srselfdefense View Post





    I started some advertising/marketing yesterday and went to 12 businesses yesterday and posted this flyer. Five were coffee shops (community boards), one was an art materials store, one was a community co-op grocery store (community flyer board outside), and one was a women's hair salon (gave one for staff and one for clients). The only ones that didn't allow me to leave a flyer were a music records shop (not enough space, not related to music), a Super America (corporate policy; I figured this would happen, but decided to ask anyway), and a very small women's fashion clothing shop (not enough space, not fashion related).

    And those were just a few of the numerous businesses throughout my immediate area, not to mention those in surrounding neighborhoods in Minneapolis. My next step is to go back out in a couple days to do it again, once I get some of my schooling done for my main job.

    My question is, where should I target next? There are TONS of restaurants around. But I'm wondering, would customers even pay notice to a flyer about self-defense products when their main reason for going to a business is to eat? Would business-owners be willing to let me leave a flyer?

    There is one 'local' competitor I guess you could say. They mainly sell products to organizations, such as police departments, hospitals, etc. More business-to-business rather than to consumer. I had approached one of the managers at the very beginning of my start-up last year, before I was more established and knowledgeable of my industry and products, for wholesaling. Would it be a good idea to ask if I could leave a flyer to put up? For one thing, we're in the same industry...but we don't have the same clientele (they really only sell one thing to regular civilians, which is pepper spray; and only one brand, which is Sabre). The other thing, which I really fear, is that they might go on to my website and decide to carry some of the products that I have to sway local people (whom I am primarily targeting right now) to come buy from them. On the flip-side It doesn't seem like they have much space to do that, plus they would have to reorient their business model to reflect the changes.

    Any thoughts? I was really excited and confident (talking to people seemed so scary before) yesterday in asking kindly if I could possibly leave a flyer. I bought 200, so I have about 189 (used two at two locations) left. I'm really looking forward to more 'ad placement' once I have the spare time to do so!

    Thanks!!

    P.S. Sorry for the size of the image. Wasn't able to resize it in this editor...
    I like the design of the flyer, but what do you think will comple me to call your company? Where's the USP? what makes your company different from the rest?? And why isn't that in the flyer?

    As far as marketing goes - newspapers, magazines, YouTube. Are pretty legit was to target clients.

    their is a list that shows houses that where recently broken into. Find it and narrow it down to houses In your area and send them a letter/post card.

    Good luck

    - Jonathan Webb
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  • Profile picture of the author srselfdefense
    @Jason

    Hmm. I'll look into that. Is there one tool in particular that you prefer to use? I hear an actual camera would be great too, but I don't currently have the budget for that at the moment.

    The flyer is compelling because it gets you to think about personal safety. If you are worried at all about personal security, you would probably call. In terms of a USP, is that necessary considering that I have no local competitors? My assumption is that interested people would just go online and check out the website, or call with questions. USPs can really be found on the website...to list them in a flyer would mean more text (e.g. pepper spray replacement program, free pepper spray with every $100 spent, etc.)

    Can anyone suggest on whether I should try leaving flyers at restaurants? What about the local uniforms store that sells to police departments, hospitals and other organizations? My worry is that they might look into me, locate my suppliers and sell the stuff in their own store (assuming they have the room and the interest).

    Thanks!
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    • Profile picture of the author ewenmack
      My thinking is the most likely to feel vulnerable
      or at least having the risk accepted, is those travelling.

      Those that are backpacking.

      Put up a notice on all backpackers, YMCA's and low budget hotels
      notice boards.

      Change the flyer and be less flash
      and have tear off phone numbers on the bottom.

      Headline like...

      Travellers WARNING: Stay Safe
      From City Muggings, Rape And Molesting
      With Your Own Pepper Spray And Personal Alarm

      The most powerful allowed by law

      Ph 612 217 2335
      for delivery and payment options

      Stun And Run LLC

      ---------------------------------------------------

      Once again, travellers in a new city may feel vulnerable
      and you now know where to find them.

      Best,
      Ewen
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    • Profile picture of the author Jason Kanigan
      Originally Posted by srselfdefense View Post

      @Jason

      Hmm. I'll look into that. Is there one tool in particular that you prefer to use? I hear an actual camera would be great too, but I don't currently have the budget for that at the moment.
      You don't need a camera.

      There are plenty of free screen capturing tools, like jing. I use camtasia, which you can try for awhile for free. After you do the first video, it'll be no big deal.
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  • Profile picture of the author pingsters
    Banned
    Have you considered going for social media or IM?
    i would advise you consider IM and especially social i.e Facebook,twitter,LinkedIn,Google+ etc etc
    They will work a great deal in marketing your business
    All the best
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  • Profile picture of the author srselfdefense
    Thank you for your thoughts. As for Pingster, yes I use social media (primarily Google+, but also Facebook and Pinterest).

    Does anyone have any other thoughts? I'm still wondering about marketing to the local uniforms store and if I should bother with restaurants??
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  • Profile picture of the author Social App Zone
    I have noticed this type of ads in gyms and fitness centres. A martial arts school "might" let you run this depending on their mindset.

    Yoga, dancing schools .. places where women gather.
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  • Profile picture of the author BrettQ
    I'd Google various forms of self-defense classes for women in YOURCITY and then scan through the results. Make a list of all the places that are NOT martial arts schools. So you'll end up with gyms, health clubs, community centers, community colleges, etc....

    Then contact them about posting or leaving a flyer.
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  • Profile picture of the author davidreese
    Why not have a free seminar where you demo some of the products? Perhaps you can get some reps to sponsor the events?
    Signature

    David Alger
    Thumbtack Bugle We Get the Word Out

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  • Profile picture of the author JonBird
    Hi srselfdefense, I went to your website... but I am not exactly sure what you are selling. Nothing came out and grabbed me from the front page. Your front page should be highlighting your best selling products. You've got some great content on there... don't get me wrong. But if I have to look around for what you're selling... it's going to be a tough sell.

    I don't know how much commission flexibility you have to play with.. but one idea is to contact other self defense blogs / websites and do a 50/50 profit split with your best selling product on their website. If your commission allows for this and you can offer them a better deal than what they are getting now... I would think quite a few would jump at it. Again... just my 2 cents.
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